Backed by venture capitalists, former restaurateur duo Andy Shovel and Pete Sharman founded This two years ago, in a bid to capitalise on their experience in the food industry while taking advantage of the booming market for plant-based foods.

Since then, the pair have partnered with texture scientists and flavourists to create next generation plant-based products it hopes will stand out among the glut of NPD in meat alternatives.

Source: This

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“Our acid test for all our products is that they must be able to fool meat eaters. That’s why we’ve spent so long developing the recipes,” said Shovel.